Franchise Coaches was founded to help franchisors build stronger, more scalable businesses.
Founder Elana Koral has worked in franchising since 1994, beginning her career at Parker Gordon Associates and later co-founding Franchize Directions. Over the past three decades, she has worked with franchise systems across a wide range of industries, helping brands grow, strengthen performance and navigate the challenges of expansion.
Established in 2018, Franchise Coaches brings together franchise development, executive facilitation, training, mentoring and strategic advisory services. Today, the business supports franchisors at every stage of growth — from businesses exploring franchising for the first time to established networks focused on performance, capability and long-term scalability.
For existing franchisors
For prospective franchisors
Franchise Coaches is led by a team of practitioners with deep, hands-on experience across franchise development, training, and strategic advisory.
Elana Koral founded Franchise Coaches after three decades in franchise development, operations, and executive coaching. She began her career at Parker Gordon Associates in 1994 and co-founded Franchise Directions in 1999.
Her work sits at the intersection of practical franchise experience and transformational leadership — applied across franchisor teams and African markets.
Elana founded the Nedbank-sponsored Franchise Coaches Executive Breakfast Series, co-founded the ABSA Franchising for Africa Conference, and mentors through WIFA.
Masters in Management (Business & Executive Coaching) – Wits Business School
Brenda is one of South Africa’s most respected franchise trainers, with decades of experience across franchise development, training, and support. A former director of Franchise Directions, she has trained thousands of franchisees and staff across multiple industries.
She has held leadership roles at FASA and is widely recognised as a foremost expert in franchise training, systems, and operations.
Former Director, Franchise Directions · Past leadership, FASA
Lindy brings over two decades of franchise consulting experience, having built her career at Franchize Directions where she rose from Support Consultant to Managing Director. During that time she was instrumental in the development and expansion of numerous successful South African franchise brands.
She is a Director of The Franchise Firm and currently serves as Head of Franchise at Waxit, leading franchise development for one of South Africa’s fastest-growing networks. She has served on the FASA Council as a Membership Committee member.
BCom (Marketing & Management) – University of Natal · Director, The Franchise Firm · Head of Franchise, Waxit